The Petrolhead Lounge

mtm

Arf! :D He’s been in Aus long enough to pick up the accent.
I did, will dig them out later.

MajorDSmythe

I don't know anything about that Aussie chaps politics. But the Jaguar rebranding was so on the nose, it was like a pastiche how how the right see the left. If I didn't know better, I would think that Jaguar had swung to the right, playing 4D chess.

mtm

It was just that one brand video which they shouldn't have released really; if it hadn't been for that you wouldn't get people performatively wetting their pants for clicks and calling it 'woke' all the time like that Aussie guy- it's a great big, long-bonneted selfish mega expensive luxury super motor. There's nothing 'woke' about it. It's ridiculous how so many people let culture wars colour their perception of a big bit of metal. But I guess that shows the power of marketing: folks who say it doesn't work can't really argue! :)

I say the brand video was a poor choice but not unlike lots of other bits of PR which various companies have done over the years without people losing their minds over (my immediate reaction at seeing it was to be nonplussed- it's just standard PR guff we've seen a million times, I couldn't believe the weird overreaction to it); the rebrand is absolutely fine and looks pretty nice (and you can't call a typeface woke); the car itself looks incredibly striking. It's not pretty as such (although the rear end is quite graceful), but it's not really trying to be- it's almost more like a piece of architecture. It looks like a development of Jaguar and would turn heads, so job done IMHO. The concept of Jag repositioning to do only high-end luxury EVs on the other hand doesn't feel like it makes sense at the moment as that end of the market isn't doing too well.


Here's some of my snaps; first the Jag pavilion and the two cars in there which were drawing a lot of attention. The car is oddly not quite as big as I thought it would be:





And the two Goldfinger cars:



Here's the guy showing off the golden putter in the boot and the little 007 logo which is projected from the homer on the underside of the boot (you can just about see it on his hand: